Krizia Reopens Historic Store In Milan

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Krizia Boutique, Milan, Italy 2015

Krizia, the Italian brand founded by Mariuccia Mandelli in the 1950s in Milan, opens a new shop along the Via della Spiga, 23 (its historical location) as part of a rebranding project.  The store launch, redesigned by one of Italy’s hottest architects Vincenzo De Cotiis, is part of Krizia’s strategy to stage a comeback to the fashion scene.

The mood inside the boutique is stark. It is distilled down to hard lines and pure geometry in a lofty, clean box that evokes an art gallery. De Cotiis has pilfered a cool new material to give the space an intriguing heart beat, fiberglass shells repurposed from old ships, whose scratched surface presents a raw contrast to sleek onyx and reflective mirroring on warm, glowing walls.

A staircase crafted from burnished steel and coloured glass brings customers from the ground floor to a sub-level where an expanded offering of Krizia’s ready-to-wear and accessories can be found. De Cotiis has also transformed boring retail necessities into intriguing forms. Display cases crafted from burnished steel and glass look like giant prehistoric dinosaur teeth. Tables crafted from brass cubes, meanwhile, are configured in attractive zigzag formations.